NEW children’s clothing shop Just Kidding has proved a hit with parents in Devizes since its opening last month.

The shop, housed in the former H J Johnson china and gift shop on Maryport Street, sells children’s clothes and shoes along with uniforms for seven different schools in the Devizes area.

Anthony Brown, who runs the shop with business partner and Wiltshire councillor Anna Cuthbert, opened after the closure of Tesco in April.

Mr Brown, who also has a branded uniform shop Red Direct in Swindon, said: “When Tesco shut it was a no brainer.

“The support we have had so far has been great and on our first day open we were heaving. We already have 700 likes on Facebook and 200 people signed up with loyalty cards.”

Mr Brown said that Just Kidding is not a boutique but rather a great quality and sensibly priced clothes shop for children.

As well as clothes for boys and girls aged up to 13 Just Kidding has school uniforms up to the age of 16. Branded uniforms are also available for Wansdyke, Bishops Cannings, St Barnabas, Nursteed, Rowde, Five Lanes and the Devizes School skirt.

The father-of-three, who has a background in accountancy and business, said he wants to make the shop a destination for parents.

He said: “In the short term we want to become properly established as a destination for children's clothes in Devizes.

“I chose the range based on things I would like to see my own children dressed in and we are the only place in town where you can buy socks and underwear for children.

“We also have a click and collect service along with web and shop exclusives – there is a bit for everyone.”

“Long term I would like to open more school uniform shops in other towns.”

The shop currently employs one full time member of staff although Mr Brown said he hopes to take on more staff in the next few months.

For more information about Just Kidding go to